A series of new commercials, created by Draftfcb + Ulka, marks the relaunch of ITC Limited's cookie offering. The brand will now be called 'Sunfeast Special Cookies'.
In the first TVC, when it starts raining all of a sudden, a girl takes shelter under the long crate that a dabbawala is carrying on his head. To placate him, she offers him a cookie, and as others join her under the crate, she shares her pack with them as well. The second TVC shows a young boy, who's worried he'll get scolded when he accidentally spills ink over his father's work. Instead, taking a bite of the cookie, the father makes a design of a happy face out of the ink, which the duo then consider putting up on a wall. The third ad is a montage of various moments, such as an injured friend whose friends come to entertain him, and a woman who is pacified with cookies by her family when she finds a broken showpiece. The baseline is “Har bite mein muskaan”.
The idea for the campaign is said to be based on research that several potentially happy ordinary moments are invariably ignored in the bustle of busy schedules and daily life. According to Indira Das, creative director, Draftfcb + Ulka, Bangalore, “The insight was that every ordinary moment has the potential to turn into one of shared joy. It’s like there’s a smile hidden in the humdrum of daily life and Sunfeast cookies are just what you need to bring it to the surface.”
Watch the TVCs
Agency: Draftfcb + Ulka
National creative head: KS Chakravarthy (Chax)
Creative team: Indira Das, Siddhi Desai and Deepesh Rajani
Servicing team: Vignesh Babu, Ambarish Jayadevan and Rohit Divekar
Production house and director: Rising Sun films, Kopal